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Incorporating Sustainability in Branding

其他書名	I Feel Slovenia
出版	SSRN, 2017
URL	http://books.google.com.hk/books?id=-iz6zgEACAAJ&hl=&source=gbs_api

註釋The focus of entities nowadays is not only on financial results but also on ecological and social impacts of their businesses. This focus should be applied to all marketing principles. Unlike research on contributions, which emphasizes its general importance for entities' operation in the market, there is little work exploring sustainability issues connected with brands and branding. In this paper, we argue that the sustainability aspect should be reasonably incorporated into both the visible elements and invisible elements of brands, at the level of brand development as well as implementation. The latter was tested on the brand I feel Slovenia, where sustainability is incorporated as the main branding idea. Our analysis shows that sustainability issues were systematically incorporated into both the visible and invisible parts of the brand. Consequently, all identity elements of the I feel Slovenia brand clearly indicate brands' focus on nature and sustainable concepts.